Presenting an integrated model of Implementation of customer Relationship Management Concept in Bank Mellat

Subject Areas : مدیریت

Javad Mehrabi ¹ (Islamic Azad University, Qazvin Branch)
Mehdi Babai Ahari ² (Departement of Management Islamic Azad University of Takestan)
Maryam Taati ³ (Expert of Bank Mellat)

Received: 2010-12-27 Accepted : 2011-02-16 Published : 2010-03-21

Keywords: Organizational Culture, Customer Relationship, organizational structure / technology,

Abstract :

This research presents an integrated model of implementation of customer relationship management (CRM) concept in Bank Mellat. Statistical society of this research is personnel of Bank Mellat public relations department in Tehran and its customers. There is not any sampling, because our target is to examine the impact of CRM in central building of Bank Mellat. Therefore the research is carried out in the form of case study. In this presentation analysis is performed with deductive statistics and SPSS software. For data analysis used from frequency distribution, central indexes, Pierson correlation analysis, T test and Friedmann test for variable ranking. With respect to data analysis the research results are indicated that changes of organization culture, changes of technology and changes of organization structure have positive and significant effects on CRM.